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CIIE Stories | Shiseido full of confidence of Chinese beauty market Release date: 2021-06-04    Source:China International Import Expo Bureau

Editor's note: It has been three years since the first edition of the China International Import Expo. This series of stories highlights the achievements and changes that participating enterprises have experienced because of the annual expo.

Japanese cosmetic giant Shiseido has vowed to further its commitment to China and expand the influence of its brand with the help of the China International Import Expo.

Shiseido has witnessed the fast growth of the cosmetics industry in China over the past four decades. So far, it has introduced more than 30 brands to the market since its entry into China in 1981.


Driven by the country's development of the new retail industry and the booming e-commerce scene, the consumption structure and habits of Chinese consumers have been changing. In 2018, the scale of China's cosmetics industry reached 410.2 billion yuan, a year-on-year increase of 12.3 percent, the highest level since 2012, according to industry sources.

Research institutions have predicted that there is great potential in China's cosmetics industry, noting that the average annual compound growth rate from 2019 to 2023 will be about 6.77 percent.

The CIIE has played an important role for the development of China's cosmetics industry. Besides demonstrating the enormous potential of the Chinese market, the CIIE also acts as a window for the world's imported good to enter China.

Shiseido said it has seen the unique value and influence of CIIE since its first involvement in the CIIE in 2019.

At the third expo in 2020, Shiseido doubled its exhibition space, and was among the first enterprises to sign a long-term contract with the expo. It will continue to participate in the expo for the next three years.

Shiseido's business in China has achieved robust growth in 2020, providing an impetus for the group's development. Shiseido views the CIIE as the best platform to deeply explore China's beauty market.

"This platform is large and has great influence both in China and the world. So we want to make full use of this platform and continue to add weight to our brands," said Shiseido China CEO Kentaro Fujiwara.

In addition to disseminating brand information, the CIIE is also a valuable place where the company can introduce the technology, information and activities of enterprises, he said.

Through the CIIE, Shiseido has gained significant media coverage and a variety of publicity opportunities. According to Fujiwara, the expo generates more brand exposure than regular public relations approaches.

"Through this platform, we hope to deliver the important elements of our brand that are built into our long-term development history, such as trust, technology, high-quality product manufacturing," he said.

In addition to massive brand exposure, China's huge market potential is another reason Shiseido is participating in the CIIE.

Despite the downturn of the global beauty industry because of the pandemic, China's beauty market has still been performing well. According to Shiseido's latest financial report, the sales of Shiseido in China in the fourth quarter of 2020 increased by more than 35 percent year-on-year. Its top-end brands achieved a year-on-year growth of more than 75 percent while sales through e-commerce channels achieved a year-on-year growth of more than 70 percent.

Shiseido said it will continue to introduce more new brands, products and technologies to China through the CIIE. It will also strengthen local innovation so as to promote the consumption upgrade in the Chinese market.

This year, Shiseido will bring more high-quality products to the fourth CIIE, and continue to convey its brand vision.

The well-organized pandemic control and prevention of the Chinese government has ensured a stable social and business environment that gives foreign-funded enterprises confidence in developing further in China, said Fujiwara.

The rapid recovery of China's economy and its bright future makes Shiseido optimistic about China's business environment. Shiseido is of full confidence in the prospects of the Chinese market, he said.

Enterprises participating in the CIIE can share their stories by sending them to

By Wang Hongyi

CIIE Stories | Exhibitors benefit a lot from CIIE